The Safer Rides initiative, which offered farmers heavily discounted crush protection devices (CPDs) for quad bikes, has made a significant impact in raising awareness and action around farm vehicle safety, according to a new report.
Findings from the industry-led programme, instigated by Rabobank and run by Safer Farms, show that more than 130 farm businesses installed CPDs through the scheme, which reduced costs by up to 75 per cent.
Safer Farms chair Lindy Nelson said the initiative has sparked a wider call to action among farmers.
“There was a very high uptake, particularly from smaller farm businesses.
“Importantly, CPD retailers Trax Equipment and Quadbar, who partnered with us, have both seen an increase in inquiries and sales since the campaign. It’s clear farmers want safer quad bikes, but cost has long been a barrier. Safer Rides helped remove that barrier.
“Safer Farms’ Farm Without Harm strategy and initiatives like Safer Rides shows the sector is mobilising to design harm out of farming and build safer farms.”
Sixteen lost their lives in agricultural accidents in New Zealand during 2024 and many of those incidents involved ATVs or quad bikes. From January to August 2025, another seven fatalities have been notified to WorkSafe
Safer Rides was proposed and championed by Rabobank, with sector partners ANZCO Foods, PGG Wrightson, FMG, LIC, Craigmore Sustainables and Silver Fern Farms all investing in the initiative.
Launched in June 2024, Safer Rides proved so popular it was oversubscribed within 36 hours, with the initial 110 $400 vouchers quickly snapped up. Safer Farms then secured further funding to extend the scheme, with retailer discounts taking the cost of installation down by as much as three-quarters.
According to the report, 56 per cent of applicants were sheep and beef farmers, and 35 per cent from dairy. 84 per cent did not already have a CPD fitted. Most applicants were smaller farm businesses.
Motivations for installing a device included personal experiences of accidents, hilly terrain and concerns about older riders.
Nelson said many farmers referenced close calls and accidents as the reason they acted.
“Applicants wanted to protect themselves, their families and staff. A number referenced specific incidents and near-misses that brought urgency to the decision.
Rabobank New Zealand General Manager of Country Banking Bruce Weir said the success of Safer Rides and the organisations that were wanting to get involved highlighted the appetite for change in the sector.
“The initiative was originally proposed by two of our team members, Grace Eglinton and Jack Macfarlane, who are passionate about finding practical ways to support safer outcomes for our farming clients.
“CPDs reduce the risk of death by creating a survival space under an overturned quad bike allowing it to roll away from the rider.
“The very strong uptake clearly shows that farmers want to address the risk posed by these farm vehicles and removing cost barriers makes a significant difference in bringing about positive change.”
Canterbury arable farmer David Clark used Safer Rides to geta CPD fitted to one of his farm’s two quad bikes and is now getting one fitted to the second at full cost.
“I have rolled a quad bike before and it was the roll bars on it that stopped the quad coming down on top of me, so I do think they are very important,” he says.
“We find they do not impact at all on the serviceability of the bike. I’m very grateful to the sponsors and Safer Farms for helping to setup the initiative.”
Otago sheep and beef farmer Simon Davies already had one CPD on a quad used by his young staff members but used the scheme to fit another tohis second bike.
“It gives me peace of mind to have them on both,” he says.
“I have rolled a quad and the bars do their job. It went over on its side and prevented the bike from going right over.
“Most of the time, they will stop a complete roll over but if it does go right over, it means there is space between you and the bike, or the bike and the ground. If it hadn’t been for the bar, I don’t know how I would have come out of that rollover.
“I would absolutely recommend to other farmers that they get bars fitted. It was a great programme. I saw the opportunity and thought ‘I’ll do that.”
Safer Farms is now exploring a second phase of Safer Rides.
“Phase one focused on lowering the cost of CPDs to achieve immediate change in farm safety,” says Nelson.
“Phase two will look more broadly at informing, educating and incentivising safer quad bike use, as well as ATV and side-by-side vehicles.”
ACC, which is partnering with Safer Farms on the five-year Farm Without Harm strategy, has provided funding support for phase two and work is underway with other potential partners in the sector to get the next initiative underway.
For more information, please contact:
Sam Halstead
sam@latitudesc.co.nz
